Simple handsets, tariffs driving rural mobile use
Handset and call costs are main barriers, says Accenture study.
Simplicity of handsets and tariff plans are the main drivers for mobile telephony in rural areas, according to a research by consulting firm Accenture. Besides simplicity, a rural subscriber is concerned about the ongoing cost of a connection.
Ease of use tops the list with 21% of those surveyed calling it the most important aspect of mobile phones to rural users. Usefulness during emergencies is the next best feature about a mobile phone, followed by ability to contact people quickly and then reasonable price.
However, the cost of a handset is the biggest barrier for rural consumers, followed by lack of mobile infrastructure, leading to poor reception and inability to access electricity when required, for charging the handset.
Around 36% of those surveyed said the cost of a mobile phone was too high, and 18% indicated that the cost of making calls is too high. Poor reception and health risks are also cited as barriers by very few people (1%) in the survey.
Although simplicity of handsets is the biggest focus area for rural subscribers, the camera is considered the most important instrument in a mobile, with 23% of the respondents voting for it. The second most important feature of a handset is dust resistance, with 19% of those surveyed backing it. Torch light in a handset is also an important feature with 11% calling it the most significant aspect of the device. Other important features include FM radio, internet access, clock, games, reminders, music, speaker phone and videos, according to the survey.
Among value-added services, short message service (SMS) is considered the most important, followed by ringtone downloads, wallpapers, agricultural alerts, news in local languages, parenting alerts and games.
When it comes to service, reliability of network coverage tops the list with 55% voting for it. Quality of connection, customer service, ease of getting connection, special offers and tariff plans are among the other important service aspects.
Accenture has said that rural markets in India represent a significant opportunity for continued growth of the mobile industry and the economic health of the country.
Ease of use tops the list with 21% of those surveyed calling it the most important aspect of mobile phones to rural users. Usefulness during emergencies is the next best feature about a mobile phone, followed by ability to contact people quickly and then reasonable price.
However, the cost of a handset is the biggest barrier for rural consumers, followed by lack of mobile infrastructure, leading to poor reception and inability to access electricity when required, for charging the handset.
Around 36% of those surveyed said the cost of a mobile phone was too high, and 18% indicated that the cost of making calls is too high. Poor reception and health risks are also cited as barriers by very few people (1%) in the survey.
Although simplicity of handsets is the biggest focus area for rural subscribers, the camera is considered the most important instrument in a mobile, with 23% of the respondents voting for it. The second most important feature of a handset is dust resistance, with 19% of those surveyed backing it. Torch light in a handset is also an important feature with 11% calling it the most significant aspect of the device. Other important features include FM radio, internet access, clock, games, reminders, music, speaker phone and videos, according to the survey.
Among value-added services, short message service (SMS) is considered the most important, followed by ringtone downloads, wallpapers, agricultural alerts, news in local languages, parenting alerts and games.
When it comes to service, reliability of network coverage tops the list with 55% voting for it. Quality of connection, customer service, ease of getting connection, special offers and tariff plans are among the other important service aspects.
Accenture has said that rural markets in India represent a significant opportunity for continued growth of the mobile industry and the economic health of the country.